May 13 2007

Interactive voice messaging for customer service

A new eCRM communications company has launched an interactive voice messaging system (IVM) which allows retailers to communicate separate messages to individual customers.

Qire IVM works with a retailer's contact centre and CRM systems to automate tailored communications with customers. It can be used to inform customers about out-of-stock items, delivery details (or to arrange a delivery time through push-button response), payment by voice recognition, or can be tailored to specific situations. With an option for the customer to be put through to a human operator at any point in the 'conversation', it can also be used for initial sales calls.

The system works by making an automated call tailored to a specific situation. Once the call is answered the system recognises that a real person has picked up and it asks them to verify they are the customer. If it is not the customer, the system will ask when they will be available. This data is then logged and a return call is scheduled.

Along with the improved customer services and the reduced need for outgoing contact centre calls, the systems also eliminates a large number of incoming calls relating to standard enquiries which can be handled automatically.

Phil Simmonds, Qire General Manager commented: "IVM could completely change the way a company communicates with its customers. Within the retail market, customers become extremely frustrated when they are kept in the dark about when they will receive their order. By simply keeping customers informed, retailers are increasing the chances of repeat purchases."

One use of the system is callsport which provides live commentary for sporting events. A demo can be seen here .

The company is also working on a short code system whereby a potential customer can photograph a barcode on a product or advertisement and find out further information.

For marketers, the company also offers its eAppend system which will match email addresses held on its database with a retailer's customer database. The email addresses of the 12.5 million records on its database have all been given by UK consumers with approval for use by third parties. (Retailers only pay for records which have been matched and pricing on a customer database of 3.5 million can be at a rate of 45p per email address. Hit rates range between 7 and 38 per cent.) According to Simmonds, the toughest part of the matching process is delivery of the data from retailers in a compatible (or standard), format.

Emma Herrod